传统节会的声誉溢出效应：

传统节会的声誉溢出效应：

投稿时间：2018-06-03 修订日期：2018-06-03 点此下载全文

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作者	单位	邮编
基于Kreps-Milgrom-Roberts-Wilson声誉模型王志标^*	长江师范学院武陵山区特色资源开发与利用研究中心	408100
李丹丹	河南大学中原文化产业创新与发展研究中心河南大学中原文化产业创新与发展研究中心

基金项目:本研究受长江师范学院“武陵山片区绿色发展协同创新中心”、教育部人文社科规划项目“旅游地声誉形成机制及其对旅游者行为的影响”（15YJA790062）、国家旅游局重点科研项目“旅游对国民经济和社会发展的贡献度测算”（16TAAK008）、河南省哲学社会科学规划项目“河南文化消费的经济贡献及其优化发展研究”（2016BJJ008）、长江师范学院引进人才科研启动项目（2017KYQD97）联合资助。

中文摘要:中国经济繁荣带来传统节会复苏,但是传统节会市场的鱼龙混杂导致传统节会声誉参差不齐,该现象引起了政府部门的重视和学术界的关注。现有文献侧重于对节会概念、意义、文化层面的讨论,缺乏对节会声誉问题的研究,因此本文参考Kreps-Milgrom-Roberts-Wilson声誉模型,在四个基本假设基础上建立了传统节会的声誉模型,分析了传统节会的声誉溢出效应及均衡条件。研究发现：第一,参与者认为传统节会承办方的声誉越好,承办方选择不欺骗参与者的概率就越大,承办方建立声誉的积极性也就越高；第二,一旦承办方出现欺骗参与者的行为,参与者就会认为其是弱承办方,在下一期承办方会失去参与者的信任,从而失去长期获利的机会；第三,无论是强承办方还是弱承办方,不去欺骗参与者才是最优选择,此时承办方和参与者可以实现合作共赢,这是一种更有效率的文化旅游发展模式。因此,文章提出了建立传统节会声誉评价制度与信息公开制度、加强对传统节会的监管以及完善相关法律法规的政策建议。

中文关键词:传统节会溢出效应声誉模型承办方参与者

Reputation Spillover Effect of Traditional Festivals:Based on the Reputation Model of Kreps-Milgrom-Roberts-Wilson

Abstract:Economic prosperity in China brings about revival of traditional festivals, but mess in the traditional festival markets make reputations of traditional festivals uneven, which draws common attention of government sectors and academia. Current literatures focus on the discussion about conception, value, and culture of some kind of traditional festival, but in short of researches on the problem of festival reputation. This paper consults the reputation model of Kreps-Milgrom-Roberts-Wilson, constructs a reputation model of traditional festivals based on four basic assumptions, and analyzes reputation spillover effect of traditional festivals and its equilibrium conditions. It is shown that: at first, the more better the reputation participants have recognized is, the more bigger the probability that hosts chooses not to cheat participants will be, and then the more higher the enthusiasm that hosts go after will be; secondly, participants will recognize them as weak hosts once hosts cheat participants, and the hosts will lost the trusts of the participants in the next festival and their accompanying chances to make profits; thirdly, choosing not to cheat participants is a best choice for strong and weak hosts, when hosts and participants will achieve a collaborative win-win, which is a more effective developing mode of cultural tourism. Therefore, this paper puts forward those suggestions of setting up systems of reputation assessment and opening information of traditional festivals, strengthening supervision to traditional festivals and improving the concerned laws and regulations.

keywords:traditional festivals spillover effect reputation model

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